MsRita Vo

Rita is a behavioural scientist investigating sustainable consumption, broadly defined to include both environmentally responsible and health-conscious consumer behaviour, with particular interest in decision-making processes and choice architecture. Her research draws on experimental design, computational modelling, and natural language processing to uncover how and why consumers make choices, and how those choices can be steered toward more sustainable outcomes.

Prior to joining academia, Rita held roles in account management and strategic planning at international advertising agencies, brand management at F&B and MaaS companies, before founding and leading her own boutique marketing agency in Vietnam.